maybe a technology, maybe it's business. eastern european countries. maybe -- maybe you think you're a specialist at story telling or human interests or whatever it is. you know, maybe you just say content development. >> like story telling's one of them for reporters that's kind of coveted. >> i assume you do an endorsement for somebody, they'll do it for you. i have a website, scottmcgrew.net. she said listen, it sounds silly to have a vanity website. the reason though is you're controlling the google search. if somebody says something awful about you that's not true, you can post and google will trust your site and put you higher. i felt a bit sheepish when i first started it because i don't need by own -- i don't feel like i'm my own brand. >> i need it every day. >> well, scott, you are your own brand. everyone is their own brand and you can't shy away from it because it's actually denying the world the opportunity to engage with you. so, if you think you have special talents or unique value to the world, you have to be out there. you have to be f